After a year of testing and monitoring Piccadilly’s online marketing campaign, Peter Mayer recommended that Piccadilly increase its online efforts in 2010. Looking for a potential advertising partnership, our online media team researched brands – such as AARP, AOL and Better Homes & Gardens – that are family-friendly and value-oriented like Piccadilly. We selected Walmart as the ideal partner because of its broad reach, similar value set, target audience and brand affinity.

Walmart.com allows a limited number of advertisers on their site, and each one is carefully selected. After a vetting process, Piccadilly became one of them. We have helped Piccadilly develop an efficient geo-targeted campaign that gives them exposure on Walmart.com’s homepage. Elsewhere on the site, various offers are served to consumers when they are most likely to respond to the particular messaging. The partnership will last at least through the first quarter of 2010 and possibly longer, depending on the results.